Research from Element Human shows that influencer marketing creates emotional connections that impact audience engagement and make it easier and faster for consumers to make favorable purchasing decisions. How can this be achieved?
Some records indicate that, during 2023, investment in norway number screening influencer marketing approached $31 million. It is a highly valued tool in digital marketing and it certainly gives good results. This is described in a study by Element Human that aims to look beyond the metrics of individual social platforms. Its purpose is to devise a framework for brands that seek to foster deeper and more meaningful connections through the power of creators. How does it work?
Content creators are often credited with driving authenticity, relevance and trust towards brands. However, the research mentioned above highlights other capabilities. For example, they also produce emotional connections, making it easier and faster for audiences to remember brands when making purchasing decisions.
How do content creators reach audiences?
Element Human records that on TikTok or Instagram, audiences spent an estimated 13.8 seconds of activity looking at the creators’ branded content being tested in their feed. According to the consultancy, this high level of attention led to triple-digit increases in both total unaided awareness and featured awareness.
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Across the content, an average of 12% of the audience displayed an emotion. Additionally, there was an average spike of 33% of the audience displaying an emotion at any given time. The numbers are in line with other emotional data in this area, as people do not typically display visible emotions in large quantities.
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